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MS 202 GenerosityClass 2
David Thoroughman
David is the President and CEO of MortarStone, a privately-owned Christian data analysis company headquartered in Reno, Nevada, with employees in Chicago, Seattle, and Pittsburgh. MortarStone provides both standard and customized data analysis for the church, both nationally and internationally. The company works with over 600 churches, two million plus donors and is tracking giving to Kingdom causes in excess of $4 billion. David and his leadership team work with some of the largest and fastest growing churches in America. His passion is to help church leadership have objective insights in order to be more efficient with the resources that have been entrusted to them.
Class 2—Key Performance Metrics
It is imperative to understand the foundation of why data is important and what metrics church leaders should utilize. This class will examine the church giving metrics in the internal effectiveness of period over period growth and external benchmarks of peer churches grouped by annual budget. The result is a comprehensive analysis that is used to identify ministry strengths and areas that can be improved.
KPMs – What do you measure and why?
Common metrics most churches measure Weekend Attendance Giving [weekly, Monthly, Yearly] Giving per Capita Baptisms Small Groups and Small Group Attendance
Common KPMs
Communicated to the body in a celebratory fashion
They are the “report card” for the ministry
NOTE… KPMs that are ‘corporate or
macro’ should be developed at an individual or micro level to guide leadership
• Giving:
• Weekly
• Monthly
• Yearly
• Giving / Capita
KPMs help answer the question….How did we get here?
The church will focus [and celebrate] the corporate [macro] goal
Leadership should develop individual [micro] metrics to accompany the corporate [macro] metrics to ensure the goal is achieved
Moving Vision to Reality
Generosity Metrics Don’t fall into a false sense of success when measuring annual giving
and giving per capita - both are up, great, but lets dig deeper!
Establish additional metrics that are more actionable
Foundational Concepts
1. Segment donors into Giving Units
2. Segment Giving Units into Gift bands
3. Measure giving +/-across segments and various reports
Giving Units vs. Donor Units Giving Unit KPMs A Giving Unit is a donor that meets a minimum
giving threshold [e.g. $200.00 GF giving / year] 97-99% of total giving on average comes from
Giving Units The average church 50-75% of donors are Giving
units. By the numbers…..
AWA = 100 [50 are donors, 25-30 are GU] Simply put – 25-30 people out of 100 keep the lights
on!
Giving Units vs. Donor Units
GU = $200
GU Giving = 99% of total Giving
GU total = 626 of 1165 [54% of tot.]
GU = $3,900 in annual giving
Going Wide-DU vs. Deep-GU
By default, church measures success by going ‘wide’ by measuring weekend attendance and annual giving.
If growing generous disciples is a goal, then should we consider a ‘deep’ strategy as well? And if so, what external behavior [KPMs] should be present as someone grows in their faith? Example… Giving increasing Volunteering increasing
e.g. 1% inc. = ‘x’ fin. gain
Gift Bands Gift Banding is the segmenting of Giving Units in order
to study giving trends across various giver segments Gift Band 1 [$1-$200] Gift Band 2 [$200-$1,000] Gift Band 3 [$1001 - $5,000] Gift Band 4 [$5,001 - $10,000] Gift Band 5 [$10,000+]
Note: Gift Band 1 only measured for first time givers
Gift Bands Gift bands are a
feeder system limited by donor capacity
A divergent pattern represents a ‘hole’ in your stewardship strategy
Ministry Funding How dependent is the ministry on your financial leaders
and what does that suggest? Strategy –
Examine your funding dependency [top 1%, 10%, etc..] How does your growth look YoY internally? How do you compare to your peers externally?
Ministry Funding Review and
benchmark: 1% [8%-14%] 20% [57%-63%] 50% [87%-93%]
Is giving growth broad based or dependent on top 1%?
KPMs for New Givers What is your New Giver strategy?
Giving Base
New Givers
Lapsed Givers
Moving visitors to givers
First time visitor and donor strategy
Visitors First time giver Regular giver
• What is your documented strategy?
• Who is responsible for implementing it?
• How do you define success?
Creating the foundation…
Some things to consider…
• Educate what it means to be a steward
• Cast vision of where the church is headed
• Create trust through transparency
Visitor Giver Progression
Visitor
New Donor KPMs How many new givers are you attracting?
Segment into gift bands Know you retention rate [78-80%] Know your giving growth rate [150%+]
Next Steps… Benchmark Goal set Monitor progress
New Donor KPMs Gift Band 1
[$1-$200] Are you
increasing or decreasing YoY
Retention Rate 31%
Giving Growth 87% of prior yr.
Closing the Back Door Understanding the ‘At Risk’ component of the church
Giving Base
New Givers
Lapsed Givers
Back Door Every church has one, so who is on it? Exit interviews ARE worth the time! Back door stat’s by giving band
What category are you losing? Band 1 or Band 5 What does it mean?
Back Door Steady decline in ‘not
losing donors giving between $5,000 and $10,000 annually
Back Door Steady to slight
increase of losing ‘lower’ capacity donors [$200-$1,000]
Attrition is normal in a growing church.
Know your % change across all gift bands
Donor Churn Donor Churn is your
efficiency ratio Spending resources on
attracting new donors is great, but if you are not assimilating them than its like throwing mud against the wall
Donor / Volunteer fatigue is real!!!
Donor Churn Donor churn is the
analysis of knowing the ratio of who you bring in as a giving unit and who stops or goes out the back door as a giving unit.
A healthy ratio is 1.5 – 2 new donors to 1 out the back [2:1]
Giving Unit Analysis
Benchmarks for Giving Units GU unit retention – 80%-82% GU giving growth – 120%
50% - Increasing from YoY 25% - Stable [decreased giving no more than 20% of prior
year] 15% - Struggling [decreased giving by upto 50%] 10% - Short [decreased giving by 50%+]
Giving Unit Giving Retention Benchmarks for Giving Units
GU - unit retention – 80%-82%GU - giving growth – 120%
Giving Unit Giving Inc/DecGU giving growth – 120%
• 50% - Increasing from YoY• 25% - Stable [decreased giving
no more than 20% of prior year]
GU giving growth – 120%• 15% - Struggling [decreased
giving by up to 50%]• 10% - Short [decreased giving by
50%+]
Quick recap… Back Door – who was giving that stopped?
1. They moved away
2. Financial / family hardship
3. Vision issue Analyze who is on the back door [avoid false positives] Know the back story
Quick recap… Giving Unit – YoY analysis
Giving Unit Retention – 80%-82% Giving Unit Growth – 120%+ Giving Band analysis within segments
What does it? What do we do?
Closing Comments and Questions
This is part of the foundation of KPMs to start thinking about – LOTS MORE TO COME!!!
The free offer for a data review for those that have F1, CCB or The City – we need you data connection by next week. It takes 5 minutes!
We will make every effort to coordinate a free review with a consultant within the next 2-3 weeks
Those that are not API compliant – email me for other options